Mars Spotlights M&M Peanut Character During Super Bowl XLVIII

Jan. 27, 2014

Mars Chocolate North America announced that M&M'S® will debut a new 30-second commercial in the first half of Super Bowl XLVIII about M&M'S® Peanut, with Yellow taking the lead role in the big game for the first time.

Yellow, widely considered "America's Favorite Nut," according to the release, was first introduced along with M&M'S Peanut in 1954.  Since then, the chocolate-coated peanut has captured the hearts and "taste buds" of the nation, but he usually plays a supporting role to his best friend and fellow spokescandy Red.

"It's about time we remind the world how irresistible M&M'S Peanut really is," said Seth Klugherz, senior director, M&M'S Chocolate Candies, in a prepared statement. "Each M&M'S Peanut is literally 1 in 100 – meaning we have to sort through 100 different peanuts, just to find one that's lucky enough to make its way into a bag of M&M'S Peanut."

The commercial, created by BBDO New York, will remain secret until Super Bowl Sunday, but fans can get a taste of what the brand and Yellow have in store for them by watching an original teaser trailer for the spot, which is available on the M&M'S Facebook page (

Yellow's Super Bowl XLVIII ad is just the latest exciting activity in the M&M'S Brand's "Year of Peanut" campaign, a yearlong effort to showcase the irresistibility of M&M'S Peanut. The brand kicked off the year with a star-studded event on New Year's Eve in Atlanta, Ga. – the unofficial peanut capital of the nation – as well as launched a humorous online video series called the "Search for the One," which starred actor and comedian David Koechner as an eccentric explorer searching for the "perfect peanut." 

Following Super Bowl XLVIII, M&M'S plans to continue to roll-out the integrated marketing campaign focused on M&M'S Peanut, which includes multiple English and Spanish television, print and digital ads, in-store displays, consumer promotions, public relations and social media.

For more information on M&M'S Peanut or the Super Bowl XLVIII ad visit M&M'S Facebook page or get up close and personal with Yellow on Twitter via the handle @mmsyellow.


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